Many companies participate in the city as collaboration partners at Roppongi Hills. Work. Eat. Play. Sleep. Meet. Buy. Talk. Rest. Think. Make. People gather at Roppongi Hills to encounter new things, conditions, and people. For businesses, it is a magnificent field for experimentation. Roppongi Hills supports new and interesting corporate activities, and companies support Roppongi Hills’s efforts to create the city. Collaboration between the city and companies bring new urban environment and a pleasant lifestyle to the people who gather here, that stimulates people’s curiosity. The media value found in these partnerships by the Roppongi Hills “city” with its design controls is the result of innovative efforts to create extensive city media possibilities.